Influencers, Instagram, and the Internet

With the age of social media, fashion companies and brands have had to drastically evolve the way they market themselves.

In this web campaign, we see massively popular brand Gap join with social media influencers like Julie Sarinana (pictured above) to promote their spring 2012 line. 10.11 Makeup Editorial. (2012). RUE Magazine + Gap Styld.by Campaign. 10.11 Makeup. Image retrieved from http://1011makeup.com/recent-work/2013/4/28/rue-magazine-gap-styldby-campaign

With no end in site to the overarching cultural relevance of social media, fashion brands and companies have had to learn how to use a variety of platforms in order to capture their consumers. Communication professionals are continuing to learn the best way to run a social media campaign, as well as utilizing tools such as social media influencers, encourage electronic word-of-mouth behavior, and so much more.

An emerging trend in marketing practices involves companies using individuals who have a massive following on social media to promote their brands and products. These individuals, known as social media influencers, catalog their often expensive and extravagant lifestyles with financial support from the brands they promote. This form of advertising has become so popular, an estimated 75% of marketers are now using influencers to promote their brands and products, (Hughes, Brooks, 2019).

Michelle Phan, 2019. Social Media Influencer Michelle Phan, who got her start on YouTube, has done collaborations with Lancome, L'Oreal, and other brands. She is also co-founder of online beauty retailer Ipsy.

In a study done by marketing professors Christian Hughes, Vanitha Swaminathan, and Gillian Brooks, it was found that when a reputable blogger with experience in the industries they promote endorses a product or brand, consumers are much more likely to engage with the brand through social media, and even purchase what is being promoted, (Hughes, Brooks, 2019).

So, why are consumers so likely to trust an influencer compared to traditional marketing, or even celebrity endorsement? A lot of it has to do with how relatable and open influencers are expected to be. Audiences who follow social media influencers expect them to be honest in regards to their personal lives and opinions on products. Influencers are also often expected to respond to comments and questions from audiences, and be overall more accessible than celebrities and companies. Based on his research, this is what social blogger Rudly Raphael has found:

"3% of consumers would consider purchasing a celebrity-endorsed product, while 30% would buy a product endorsed by a non-celebrity influencer," (Raphael, n.d.).

So, while it is evident that influencers are reaching and connecting with consumers, the fashion industry has had to find ways to create relationships with these influencers. How do they do that? Well, by paying them of course. Influencers often receive a paycheck from the brands they promote, but they also receive products they are expected to share and discuss with their followers, (Duffy, Hund, 2015). While they are expected to remain honest with their audience, the purpose is promote sales and encourage conversation regarding brands.

The fashion industry has completely embraced this form of marketing, which is significantly different than how they have advertised in the past. Instead of a celebrity or designer promoting a brand or product (although, many influencers are arguably on their way to celebrity status, but that is a conversation for another time), a consumer from the general population does so through a social media platform, reaching millions of people every day. Basically, internet bloggers provide knowledge and influence that was previously reserved for designers and celebrities.

Popular social media influencer Liza Koshy made noise within the fashion industry when she was asked to play a major role in promoting the Nordstrom Anniversary Sale in 2018, the retail giants largest sale of the year. They chose Koshy over countless notable celebrities. Nordstrom, (2018).

In addition to using social media influencers in influencing consumer purchases, capitalizing on electronic word-of-mouth of (eWoM) communication is another thing the fashion industry has learned to embrace. Companies are using social media networks in order to better understand their customers and involve their customers in product development and innovation. A lot of this stems from eWoM. According to research found the Asia Pacific Journal of Marketing and Logistics eWoM refers to:

“Any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet,” (Ananda, Hernandez-Garcia, Aquila-Natale, Lamberti, L, 2019).

In order to promote this eWoM, the fashion industry has learned to create social media worthy of conversation. This has involved bringing in social media influencers, but also changing the way brands and companies interact with consumers. Thanks to increased communication through social media, companies and their consumers are realizing they both have more to say. Companies are utilizing social media to firmly establish their brand and their mission, while consumers are telling these companies exactly what they want and expect. Social media has introduced a platform that is still fairly new to the fashion industry and consumers alike, but already the way the industry is marketed and the way consumers shop has changed drastically.

Check out my References:

Ananda, A. S., Hernandez-Garcia, A., Aquila-Natale, E., & Lamberti, L. (2019, April 8). What makes fashion consumers “click”? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing and Logistics, (31)2, 398-418. doi: 10.1108/APJML-03-2018-0115

Blount, J. (2019). How Instagram Hashtags Changed the Influencer Game. Forbes. Image Retrieved from https://www.forbes.com/sites/joresablount/2019/08/02/how-instagram-hashtags-changed-the-influencer-game/#7ad8316d11cf

Duffy, B.E., & Hund, E. (2015). “Having it All” on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers. Social Media + Society, 1-11. doi: 10.1177/2056305115604337

Huges, C., Swaminathan, V., & Brooks, G. (2019). Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. American Marketing Association, (83)5, 78-96. doi: 10.1177/0022242919854374

Nordstrom. (2018). Liza Koshy is rocking her fashion finds from the Nordstrom Anniversary Sale. [Pinterest Post] Image Retrieved from https://www.pinterest.com/pin/154177987229334233/?lp=true

Phan, M. (2019). About Me. Michelle Phan. Image retrieved from https://michellephan.com/about-me/

Raphael, R. (n.d.). Why Consumers Trust Influencers over Celebrities. Question Pro. Retrieved from https://www.questionpro.com/blog/consumers-trust-influencers-celebrities/

Verma, S. (2019). Is 30k followers all you need to be a social media influencer? Exchange 4 Media. Image retrieved from https://www.exchange4media.com/digital-news/is-30k-followers-all-you-need-to-be-a-social-media-celebrity-97989.html

10.11 Makeup Editorial. (2012). RUE Magazine + Gap Styld.by Campaign. 10.11 Makeup. Image retrieved from http://1011makeup.com/recent-work/2013/4/28/rue-magazine-gap-styldby-campaign